Public perception of news may not be at its peak, but recent research by IPG’s MAGNA unit, in partnership with Disney’s Ad Sales unit, indicates that news content still provides value to advertisers because of the way news is viewed by consumers. .
In a study titled “No News is Bad News: News Ads and Other Types of Content,” the end result is that the source of the information a brand appears in is more important than the content around the ad. . In other words, quality, reputable journalism – what Joshua Lowcock, and Global Head of Brand Safety at IPG Mediabrands and Chief Digital Officer, UM, calls “Capital J journalism” – can help a brand better. resonate, and in turn, brands should consider supporting a reputable brand. journalism to a higher degree.
It is no coincidence that this sentiment comes at a time when the public is hungry for information and news related to the pandemic. Viewers are “an intelligent and curious audience, who want to know more about the world around them. Tailoring your message accordingly is important and reliability is important, ”said Asaf Davidov, vice president of metrics and information, Disney Ad Sales. Likewise, topical content “is just as effective as non-news content and in some cases more impactful because you align yourself with reliability as being quite important,” he added.
Other study results, which focused on Disney news products, including all content from the ABC News division (including World News Tonight), ESPN and other streaming services, include:
- Advice on the subtleties of commercials between hard news and softer or more culturally focused news. In the news, a more direct, product-focused ad message had a bigger impact on the brand, with preference up 10% over referrals, search intent up 5%, and search intent up 5%. purchase up 7%. In racial and cultural news, by contrast, a narrative approach for brands resulted in 11% better favorability and 10% more purchase intent.
- Information perceived as “heavy” is not necessarily a bad place for brands to appear next to it; the study showed that it can actually boost brand impact. Brand preference increased by 7% and the intention to recommend the brand increased by 5% thanks to ads in the news that were perceived as “heavy” or “sad” by participants.
- 57% of survey respondents believed that brands should check the source of information before advertising it, but this figure rose to 61% among better-off households (incomes of $ 100,000 +) and fell to 52% among households earning $ 35,000 or less.
MAGNA and Disney both communicate the results of the study to their respective customers. “This aligns with our broader approach to media accountability, which ensures that this connection to where you spend your money is important,” Lowcock said. “We now have hard evidence that when you spend your money in big places, you get better branded results. These are two good stories.
Davidov and Lowcock both dismissed concerns that the research could be used by less reputable news outlets to try to legitimize themselves. “The thing behind our research is that the reliability and quality of the source is important,” Lowcock explained. “But we are doing separate work to validate the reliability and credibility of this discovery. High ratings don’t translate into reliability.